| 市场导向理论研究现状与展望 |
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| 引用本文： | 于洪彦,刘艳彬,袁平. 市场导向理论研究现状与展望[J]. 税务与经济, 2007, 44(5): 1-4 |
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| 作者姓名： | 于洪彦 刘艳彬 袁平 |
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| 作者单位： | 吉林大学,商学院,吉林,长春,130012 |
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| 摘 要： | 市场导向理论自20世纪90年代以来,受到了理论界和实业界的广泛关注。市场导向理论的发展主要体现在市场导向定义、测量以及与企业绩效的关系等方面。分析和回顾市场导向理论的发展轨迹,结合当前营销观念的进一步发展,认识和把握市场导向理论未来的研究方向,具有重要的理论和实践意义。
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| 关 键 词： | 市场导向 测量量表 企业绩效 营销新定义 |
| 文章编号： | 1004-9339（2007）05-0001-04 |
| 收稿时间： | 2007-03-25 |
| 修稿时间： | 2007-03-25 |
The Current Situation and Outlook of Market Orientation Theory |
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| Yu Hong-yan,Liu Yan-bin,Yuan Ping. The Current Situation and Outlook of Market Orientation Theory[J]. Taxation and Economy, 2007, 44(5): 1-4 |
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| Authors: | Yu Hong-yan Liu Yan-bin Yuan Ping |
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| Affiliation: | Business School, Jilin University, Changchun 130012, China |
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| Abstract: | Market orientation theory has received extensive concerns from the theoretical and business circles since 1990s.The development of market theory embodies in market orientation defining,measuring and relation with enterprises' main performance etc.It is of great theoretical and practical significance to analyze and review the development path of market orientation theory,to develop it further in connection with the current marketing concept and to understand and hold the future research direction of it. |
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| Keywords: | market orientation measurement scales enterprise performance new marketing definition |
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